Published: 25 October 2021  (Updated: 18 November 2021)

Environmental Claims: Clear and Unambiguous

The Competition and Markets Authority (CMA) Green Claims Code provides six principles which must be complied with when making environmental claims.  These principles are in accordance with the requirements of consumer protection law. 

The second principle of the CMA’s Green Claims Code states that environmental claims must be clear and unambiguous. 

  • Give consumers straightforward information that can be easily understood.
  • Do not make vague or general statements.
  • Claims about future goals should only be used for marketing purposes if the business has a clear and verifiable strategy to deliver them.
  • Claims about a business’s environmental ambitions must also be in proportion to its actual efforts.

Review and assess your environmental claims against the Green Claims Code now.  The CMA will carry out enforcement investigations from January 2022.

For further advice, companies can also consult the CTPA Guide to Environmental and Green Claims.

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